Christian Dixon to Join Pace Six Four As Co-Founder & Director

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Pace Six Four is delighted to announce the signing of experienced Motorsport Marketeer, Christian Dixon, who will join Ben Cowley and James Robinson as a Co-Founder & Director at the end of Q1 2025.

Christian, 35, adds more than a decade of experience in top-tier motorsport to the organisation, following successful stints at Mercedes-AMG Petronas Formula 1 Team, Mercedes-EQ Formula E Team and NEOM McLaren Electric Racing.

Upon his arrival, Christian will lead the inception and growth of a dedicated Pace Six Four Marketing Department, elevating the organisation’s existing client services offering to the next level and expanding into new territory through brand partnerships.

With extensive experience in key marketing functions, alongside playing a key role in the business transformation of championship-winning teams across multiple racing disciplines, Christian brings an invaluable level of knowledge and insight to Pace Six Four, as we continue to expand our horizons as a true full-service marketing agency.

Ben Cowley, Co-Founder & Director, Pace Six Four

“I could not be happier to welcome Christian to Pace Six Four. Having worked closely with him during my time at Mercedes, I can vouch first hand for the level of talent, drive and passion he will bring to the team. When James and I began discussing options for expanding the business, Christian’s name was the first that came to mind, and everything that has followed has only furthered our belief that he is the perfect fit to join us in leading Pace Six Four forwards both operationally and culturally. I consider myself immensely fortunate to now have not one but two of my closest friends as partners in this organisation and am immensely excited to see what we can achieve together.”

James Robinson, Co-Founder & Director, Pace Six Four

“I first met Christian through Ben a few years ago and was immediately impressed by his knowledge of, and passion for, every aspect of commercial operations within the motorsport industry. Between Ben and I, we recognised an expertise gap within the company, and Christian was the obvious choice to fill that void. Signing Christian is a significant statement of intent for our continued growth as an organisation and his expertise will be fundamental to achieving our ambitious targets for 2025 and beyond, ensuring we provide a comprehensive, full-service commercial offering to our clients.”

Christian Dixon, Co-Founder & Director, Pace Six Four

“I’m beyond excited to be joining Pace Six Four. When Ben and James first approached me, I could instantly see the value in a three-way collaboration, and I truly believe in the collective vision we have developed for the next phase of the company’s growth. The complete in-house capability we can offer to our brand and rights holder clients has immense potential. I’d like to extend my gratitude to Ben and James for their faith in appointing me as a Co-Founder & Director. I can’t wait to get started.”

About Christian Dixon

In his current role as Head of Partnerships & Sustainability Activation at NEOM McLaren Electric Racing, Christian is responsible for the strategy, planning & delivery of partnerships & commercial operations across the NEOM McLaren Electric Racing portfolio; driving value that contributes toward broader business objectives.

Christian joined the Mercedes-EQ Formula E Team in 2018 when it was first incorporated and has been a member of the Senior Leadership Team that achieved back-to-back FIA Formula E World Drivers’ and Teams’ Championships before the transition across to McLaren Racing ahead of 2022/23 ABB FIA Formula E World Championship Season.

Christian has held partnership roles at teams in Formula One, Esports, Extreme E and Formula E, contributing to eleven Teams’ and ten Drivers’ Championships. During this time, Christian has worked with global brands and specialised in the Technology sector, drawing on knowledge and expertise acquired via his degree in Physics from Loughborough University.

About Pace Six Four

Pace Six Four is a specialist motorsport marketing agency that offers a full suite of social media management, video production, photography, graphic design, editorial, PR and communications services.

Founded by Ben Cowley [Lotus F1 Team, Mercedes F1 Team] and James Robinson [Renault F1Team, Formula 1], we offer unrivalled expertise and reach within the motorsport industry.

We have worked with championships, brands, venues, teams and drivers in Formula 1, Formula 2, Formula 3, Formula E, Extreme E, IndyCar, NASCAR, WEC, IMSA, WRC, Dakar, WSX and Esports.

Since inception in December 2018, Pace Six Four has grown to a 50-strong team of talent with a shared passion for racing that prides itself on creating a supportive atmosphere, putting authenticity and respect at the heart of everything we do.

A team built on equal opportunities, game-changing culture and a disruptive approach to the motorsport industry, our values and working practices are built collaboratively to create a truly people-oriented organisation.

In January 2024, Pace Six Four was proud to be named ‘International Agency of the Year’ at The Race Media Awards – a category recognising agencies that have delivered the most value to clients in the motorsport industry.